The American Magazine Study, conducted by Affinity Research, reports that, along with 84% of US adults owning at least one computer, distinct generational skews exist in the profiles of eReader, tablet PC, and smartphone owners. It says, “These findings are important for companies marketing mobile devices to Millennials, Gen-Xers, and Baby Boomers, as well as those creating content and advertising targeted at these unique generational segments.”
Boomers are the most likely buyers of eReaders
· More than 8.2 million Boomers currently own an eReader, while more than 10 million plan to purchase the device in the next six months.
· More than 9 out of 10 Boomers (92%) use the device at home, 13% at work, and 36% power up their eReaders while on the go.
· Similar to the national trend, female Boomers are 11% more likely to own an eReader than their male counterparts.
Gen-Xers are the most likely buyers of Tablet PCs
· More than 9% of Gen-Xers currently own a tablet PC, while 24% - or almost 21 million - have plans to purchase the device.
· 56% of Gen-X tablet owners actively share their devices with others.
· Gen-Xers with a household income of $100,000 or more are 63% more likely to own a tablet PC than their generational peers.
Millennials are the most likely buyers of Smartphones
· 54% - or more than 25 million Millennials - currently own a smartphone, and 18% plan to purchase one within the next six months.
· 63% of Millennials use their smartphones at work, while 95% report that they are the sole users of the device.
· Millennials who have graduated college are 23% more likely to own a smartphone than others in their generation.
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